The world of high-end luxury is witnessing a global boom in branded residences, with heritage fashion houses partnering with property developers to build immersive homes in prime locations.Fabrizio Cardinali, CEO of Italian luxury fashion and lifestyle brand Etro, has identified the “home” category as a primary engine for growth – and a return to the company’s roots. Its portfolio includes Etro Residences Istanbul and Etro Residences Phuket, which are scheduled for completion in late 2026 and 2027, respectively.“Etro’s innate lifestyle DNA [was] deeply rooted in the brand from the beginning, when interior textiles were among its earliest expressions,” says Cardinali, who joined Etro at the end of 2021 following more than a decade at Dolce & Gabbana. “This authenticity allowed [Etro] to enter the real estate sector both legitimately and swiftly, as it was a coherent extension of their history rather than a forced marketing play.”Immersive environments are now essential to the luxury experience, he adds.Fabrizio Cardinali, CEO of Etro, has identified the “home” category as a primary engine for the company’s growth as demand for branded residences surges. Photo: Etro ResidencesFashion house Karl Lagerfeld has also expanded into key destination markets with branded villas in Marbella, in Spain, and Dubai, alongside an upcoming residence project in Lisbon and The Karl Lagerfeld Macau hotel.